The legend continues: Agency of the Year Awards returns with Alamat, highlighting Filipino creativity and industry legends

MANILA, PHILIPPINES – The 27th Agency of the Year (AOY) Awards is right around the corner! Through the years, the 4As has honored some of the top players in the advertising industry. This year, AOY leaned into the theme of Alamat to further celebrate Filipino creativity and excellence.

Alamat as Agency of the Year Awards’ theme

Since AOY wanted to bring out the best of Filipino excellence, they went with the Alamat (legend) theme as they believe it is more than just a story — it is something passed through generations. In the world of advertising, AOY is the place where these stories are born. This year will be a celebration of the industry’s Malikhain, Malakas, Makabago, Magaling, at Mabagsik.

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To bring the vision to life, Maki Correa, Creative Panel Head, explained that the visuals for this year were inspired by woodblock printing to “give it a feel of early Filipino legends” and were illustrated in black and gold to capture the essence of AOY.

“Each award category is designed to represent a different Alamat, with intricate artwork symbolizing the diverse disciplines that make up the industry,” Maki added.

Another key visual that stood out behind the design was the use of the ancient Philippine script, Baybayin, and the iconic AOY trophy, designed by 4As Chairman Melvin Mangada, Chairperson & CCO of TBWA\SMP.

Agency of the Year Awards dress code is purely Filipino

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To further seal the theme of Filipino, the AOY Awards has announced its dress code, Neo Filipino Chic, to inspire attendees to express their creativity through fashion. Think modern, dressy, fashion-forward Filipino clothing with a mix of patterns — distinct from traditional Filipino silhouettes like the Filipiniana, barong, baro’t saya, and more.

Who are the AOY panel of judges and what are the categories?

Brand Experience Excellence

• Pelaine M. Tiong – Digital and Media Head, Philippine Airlines
• Nikki Golez – Chief Creative Officer, PassionFruit Creative
• Raymund Sison – Founder and Creative Chief, Lennon Group
• Kat Suarez – Marketing Lead for Carbonated Soft Drinks, PepsiCo
• Mark Ocampo – Managing Director, The Huddle Room
• Pat Dizon-Sotto – Group Media Director, The Huddle Room
• Briggs Abrigo – Group Creative Director, Eventscape Manila
• Paco Magsaysay – Founder, Carmen’s Best
• Jeff Saez – CEO, NuWorks
• Panel Head for Brand Experience: Martin de Guzman – CEO, Elevation

Production Excellence

• Tanya Cinco – Director for Content, Coca-Cola TM ASEAN and South Pacific
• Reg Lota – Head of Art, Ace Saatchi & Saatchi
• Kelvin Uy – Managing Director, Kerplunk Studios
• Jasper Ilagan – Chief Executive Officer, NJYN
• Kit Ramos-Disini – Senior Client Partner, Spotify
• Miggy Gamboa – Marketing Manager for Oral & Wound Care, Kenvue Philippines
• Lianne Capino – Marketing Principal Brand Lead, AIA
• Russ Molina – Chief Digital Officer, Seven A.D.
• Monster Jimenez – Managing Director, This Side Up Manila
• Panel Head for Production Excellence: Earl Guico – President and Managing Partner, Elesi Studios

Digital Agency of the Year

• Miko David – CEO, David & Golyat / DMAP President
• Jel Directo – AGM, Hepmil Philippines / CICP President
• Yna Quimson – Head of Corporate Marketing, Samsung Philippines
• Jim Christopher Guzman – Digital Director, Unilab
• Shayne Garcia – Madamba – Managing Director, Ideasxmachina
• Jordan Santos – Group Creative Director, Publicis JimenezBasic
• JR Ignacio – Chief Technology Officer, Jayme HQ
• Jean Vittorio Sabado – PR & Digital Marketing Officer, Jollibee Philippines
• Prep Palacios – Head of Industries, Google Philippines
• Tobiel Castañeda – Growth Marketing Head, Smart Communication, Inc.
• Panel Head for Digital AOY: Jace Susara – Head of Constellation – Starcom

Media Agency of the Year

• Gabby Roxas – Head of Marketing, Google
• Francisco delos Reyes – Director at Office of Admission, University of the Philippines
• Albet Roble Buddahim – Vice President, Head of Marketing Mega Prime Foods Inc.
• Winlove Chavez – Assoc. Director, Country Lead for Agencies and Advertisers, Nielsen
• Jeremy Yap – Marketing Head, Warner Music
• Carl Oviedo – Senior Business Unit Manager, RMN/360xStudio/360xMedia
• Jane Vinculado – Professor, UP Department of Broadcast, College of Media & Communication
• Merlee Jayme – Founder and ChairMom, The Misfits Camp and Jayme Headquarters
• Jayfel Decipulo – Group Product Manager, San Miguel Foods
• Bernard Decloedt – Senior Digital Accounts Manager, PhilStar Global
• Panel Head for Media AOY: Cathy Nuqui – AOR Head, Zenith Philippines

NextGen Awards

NextGen Creatives

• Jao Bautista – ECD, Propel Manila
• Shackie Caccam – Deputy ECD, DDB Group
• Trixie Diyco – ECD, Publicis JimenezBasic
• Adi Hernandez – AVP, Corporate Communications, McDonalds Philippines
• Nina Jimenez – CEO, WOO
• Sarah Ko-General – ECD, PGOne Singapore
• Jenny Nadong – CCO, FCB Manila
• Billy Samson – ECD, TBWA\SMP
• Henson Wongaihiam – Managing Partner, AdHoc Marketing

NextGen Strategic Planning

• Justine Ferrer – Assoc Marketing Director, Abbott
• Joy Garcia – Chief Operating Officer, Octopus and Whale
• Karen Go – General Manager, BBDO Guerrero
• Eileen Manuel-Asuncion – Group Head for Integrated Business Planning, Del Monte Philippines
• Germaine Reyes – Chief Executive Officer, Synergy Market Research
• Ronald Roldan – VP, Ace Hardware, SM Group of Companies
• Joyce Tang – AVP Marketing, Oishi
• Toni Tiu – Head of Strategy & Training Director, Ogilvy Philippines
• Amir Tohid – Founder & Managing Director, STATION T
• Co-Founder & Managing Partner, Analytics Effect
• Panel Head for NextGen Awards: RJ Paculan – Managing Director, TBWA\Juice

Best in Industry Leadership and Community Service

• Rev. Fr. Tito Caluag – Executive Director, Caritas Philippines
• Charo Santos-Concio – Film & Television Actress
• Jose Javier Reyes – Chair, Film Development Council of the Philippines (FDCP)
• Lala Sotto-Antonio – Chair, Movie & Television Review and Classification Board (MTRCB)
• Wen Capulong-Reyes – Vice President/Corporate Affairs, Far Eastern University
• Christine Cox – Chair, Dept. of Communication, School of Social Sciences, Ateneo De Manila University
• Norelyn Babiera – President, Fiera de Manila Incorporated
• Roy Del Valle – Chair, Advertising Suppliers Association of the Philippines (ASAP)
• Maye Yao Co Say – Chair, Philippine Association of National Advertisers Foundation (PANAF)
• Golda Aguilar-Roldan – Board Secretary, Association of Accredited Advertising Agencies of the Philippines (4As)
• Panel Head for Industry Leadership & Community Service: Ricky Gonzales – Creative Partner, Over the Moon Communications

Best in Market Performance

• Alvin Miranda – VP Marketing, Philippine Airlines
• Cathleen Capati – Managing Partner & Senior Executive Consultant, FEF Marketing Consulting
• Crismer Tiria – Head SFP Marketing & Digital, PMFTC
• Diane Villanueva – Brand Strategy and Growth Marketing Senior Manager, FWD
• Gutzee Segura – Senior Energy Lead – Asia, PepsiCo
• Jamie Ching – Marketing Director, Loreal
• Jason Soliman – Marketing Director for Confectionary, URC
• Nedzi Romero – Marketing Director, Emperador
• Pamela Sulit – Marketing Head, Splash Corporation
• Winston Almendras – VP & Head of Institutional Brand Management and Digital, BPI
• Panel Head for Market Performance: Gel Lorenzo – Co-General Manager, BBDO Guerrero

Best in Management of Business

• Abe Abarquez – Marketing Head, REJ Pharmaceuticals
• Jay Bautista – Managing Director, Kantar Media Philippines
• Hans Roxas Chua – President, Certified Digital Marketer Philippines
• Julius Czar Cruz – Head of Sales, Solar Entertainment
• Lester Cruz – CEO, Singlife Philippines
• Vic Icasas – President & Managing Partner, HIT Productions
• Lizelle Maralag – Chief Marketing Officer, GMA Network
• Paolo Mercado – President and Founder, Creative Economy Council of the Philippines
• Stephanie Sy – Head of Digital Transformation, Nestle Philippines
• Katrina Yu – Chief Marketing Officer, Jollibee Group of Companies
• Panel Head for Management of Business: Manny Gonzales – Consulting Head and Strategy Director, Ogilvy Philippines

Best in Creative

• Melvin Mangada – Chairman & CCO, TBWA\SMP, and 4As Chairman
• Teeny Gonzales – CEO & CCO, Seven A.D., and 4As President
• David Guerrero – Creative Chairman, BBDO Guerrero, and 4As Trustee
• Joe Dy – CCO, VML Manila, and Creative Guild President
• Greg Martin III – ECD, Ace Saatchi & Saatchi
• Abi Aquino – CCO, Mullen Lowe Treyna
• Jake Tesoro – Co-Founder and Creative Head, Eyes on the Prize
• Joey Tiempo – Founder and CEO, Octopus&Whale
• Chino Jayme – ECD, Ogilvy Manila
• Tin Sanchez – ECD, Publicis Manila
• Panel Head for Creative: Maki Correa – Co-Founder and DECD, Seven A.D.

In addition to awarding some of the best agencies in the advertising industry, the 27th AOY Awards will also recognize and pay tribute to its Founding Father, Tom Banguis, and the first 4As Chairman, Boy Javier.

The event will be held at the Rigodon Ballroom at The Peninsula Manila, Makati City, on September 12, 2025. Tickets are now available via HelixPay at aoy.com.ph.

adobo Magazine is an official media partner of the 27th Agency of the Year Awards. 

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